AKZONOBEL
DECORATIVE PAINTS
GLOBAL AESTHETIC CENTER
PRESENTS
COLOURFUTURES 2020
TM
C O N T EN T S
RESEARCH
INTRODUCTION P06-09
TREND ANALYSIS AND THE
TREND-FORECASTING PROCESS P10-27
COLOURFUTURES TM 2020
THE 2020 MOOD AND THEME P28-33
ANNOUNCING COLOUR OF THE YEAR 2020 P34
TREND-FORECASTING SUMMARY P36-39
THE PALETTE AND HOW IT TRANSLATES
INTO CONSUMERS’ HOMES P40-41
PALETTES
A HOME FOR CARE P42-57
A HOME FOR PLAY P58-73
A HOME FOR MEANING P74-91
A HOME FOR CREATIVITY P92-109
RESOURCES
THE TRANSFORMATIVE POWER OF PAINT P110
OUR CONSUMER TOOLS P112
ONE ROOM, FOUR WAYS p114-129
IMAGE LIBRARY p130
INSERT
COLOUR PALETTE GUIDE
05
Welcome
“We’re excited to introduce you to the 2020 edition of ColourFutures , which tells the story
TM
of how we transform key global trends into inspiring paint colour palettes for the home.
Each year, the Global Aesthetic Center (GAC) invites top design-related specialists from a broad range
of disciplines and cultures to share trend insight f
rom around the world. Our colour experts use these
findings to build a picture of what consumers are going to want in their homes. Then, from this,
the GAC identifies the all-important Colour of the Year and develops colour palettes around it.
In this book, we’ll show you how our versatile Colour of the Year and these beautiful new palettes can be
used to transform each room. To bring this to life, we have created a wealth of content – from images
and videos to print assets – which you will see online, in store and through our AkzoNobel Brand Center.
We hope you enjoy exploring and using this content as much as we did creating it.”
FOREWORD BY
HELEEN VAN GENT
CREATIVE DIRECTOR, GLOBAL AESTHETIC CENTER, AKZONOBEL
06
INTRODUCING
THE GLOBAL
AESTHETIC CENTER
2020’s new colour palettes began their journey at the AkzoNobel
Global Aesthetic Center in Amsterdam. For more than 25 years, this
has been our studio for trend analysis, colour design and art
direction. Led by Creative
Director Heleen van Gent, the creative team
supports 80 markets around the world in empowering consumers
and customers to choose paint colour palettes for their homes with
absolute confidence.
In order to deliver beautiful new colour palettes that are perfectly
matched to consumers’ desires and lifestyle needs, we continually
monitor social, cultural and design trends as they emerge all over the
globe, gathering unique insights via an international team of design
experts. Our colour team then uses this information to help identify
the Colour of the Year and create four inspiring palettes around it.
ColourFutures is central to the Global Aesthetic Center’s work. It
TM
allows us to tell the stories behind this year’s colours, and create a
wealth of content to meet the needs of the media in passing these
trends and palettes on to consumers. In tandem with our colour
forecasting work, the team creates an array of assets, including
hundreds of compelling images that demonstrate how t
he colour
palettes will translate into real people’s homes, all over the world.
08
TREND ANALYSIS
THE HISTORY OF COLOURFUTURES
TM
COLOUR OF THE YEAR 2004-2020
Each colour we select is designed to have longevity, which is why you’ll find the
Colour of the Year from the last five years playing a part in the CF20 colour palette.
Our journey through the colours that have defined the last 17 years
2015
2016
2017
2018
2019
2020
2014
2013
2012
tell the story of our times. By exploring global cultural and socio-economic
2011
2010
2009
2008
2007
2006
2005
2004
Looking back at each Colour of the Year, we can see how they help to
COPPER
ORANGETM
OCHRE
GOLDTM
DENIM
DRIFTTM
HEART
WOODTM
SPICED
HONEYTM
TRANQUIL
DAWNTM
trends influencing the way people live, we can pinpoint the colours that
consumers will respond to. In 2018, people were experiencing a sense of
uncertainty that we responded to with soft and comforting Heart Wood .
TM
Last year, consumers felt re
ady to let the light back in to their lives, so we
chose the soothing and energising Spiced Honey as our Colour of the Year.
TM
10
11
references the
tactile qualities
of natural wood
and has a soft
pink tone that is
the essence of
‘A Welcome
Home’.
is inspired by
the varied tones
and properties
of honey and
truly reflects
the optimistic
mood of
‘Let the Light in’.
is a soft, fluid shade
reminiscent of the colours
of the morning sky.
It perfectly encapsulates
our desire to treasure
our most human qualities
and give our homes
‘The Human Touch’.
2004
We started working with over 100 colours in 2004
to show the breadth of our colour expertise
2005
2006
2007
TM
The evolution of colour trends leading up to 2020
2009
“When you see how our
2010
COLOUR ANALYSIS
2008
THE HISTORY OF COLOURFUTURES
ColourFutures palettes have
TM
2011
evolved over the years,
you can chart the fluctuations in
2004-2007
COOLER BLUES
Calming blues and purples
played a dominant role in
the
colour palettes of this period
2004-2020
NEUTRALS GROW
We’ve seen an increasing
interest in neutrals, with
earthy tones making more
of an appearance
our consumers’ appetite for
2012
different colours and spot
connections with what is going
on in the wider world.
right, you will notice that neutrals
2013
Looking at the colours on the
are becoming more important
in shades on the grey scale.
2014
than ever, with a growing interest
And, nearly two decades on
TM
you’ll see that we have curated
2015
from the very first ColourFutures ,
the colours from 100 to 37,
consumers to select the right
2016
making it easier than ever for
2007-2013
OPTIMISTIC YELLOWS
Sunny shades became more
prevalent, with people looking
for positivity in their interiors
2013-2020
MUTED TONES
The last few years have seen a
growing desire for more neutral
shades, with an increase in the
popularity of greyish tones
palettes for their needs.”
2017
Heleen van Gent
2018
2019
2020
Today, rese
arch shows that it is easier to choose
from a smaller number of colours – less is more
TREND ANALYSIS
HOW IT HAPPENS
SOCIAL
TRENDS
OUR GLOBAL TRENDS FORECAST
AkzoNobel continually invests in global colour research as part of
this to build a clear picture of the factors that are going to have the
our commitment to drive paint expertise forward. Each year, a team
biggest impact on our lives in the near future. This helps us define the
of globally acknowledged independent designers, architects, colour
key consumer trends and the overall mood of the moment. We want
creatives and trend analysts assemble at the Global Aesthetic Center
to understand which societal, economic and design factors will
in Amsterdam to share their observations and insights with our
influence the way our customers and consumers are going to live in
colour team at an inspiring three-day forecasting session. Here, we
the coming years – what keeps them busy? how will they work, relax
examine cutting
-edge cultural, design and lifestyle trends, then use
and socialise? – and how this translates into the built environment.
ECONOMIC
TRENDS
COLOUR
FUTURES TM
GLOBAL
DESIGN
TRENDS
CULTURAL
TRENDS
“OUR EXTENSIVE TREND INSIGHTS ALLOW US TO PREDICT WITH CONFIDENCE
WHAT IS GOING TO BE IMPORTANT TO CONSUMERS IN THE COMING YEAR”
Heleen Van Gent
14
GLOBAL
COLOUR
TRENDS
15
TREND ANALYSIS
THE TEAM
“AS A
REACTION TO
MEET THE EXPERTS
THE DIGITAL
WORLD,
PEOPLE WANT
Around a dozen independent experts
TO BRING
join us at the Global Aesthetic Center
MEANING
in Amsterdam, where we build a
AND WONDER
picture of the key trends that are
INTO THEIR
shaping consumers’ lives. The
MICHELLE
OGUNDEHIN, UK
Design authority,
writer, presenter and
interiors consultant
HENRIQUE
STRIKER,
EUROPE
Global marketing
manager, Global & CDJ
ZUZANNA
SKALSKA,
EUROPE
Founding Partner,
360° Inspiration
MARIJN
SCHENK,
EUROPE & CHINA
Architect,
Next Architects
LIVES”
expertise of this grou
p is extensive,
Heleen van Gent
with fields ranging from architecture
to cultural analysis, technology to
AKZONOBEL GLOBAL AESTHETIC CENTER TEAM
From left: Marieke van der Bruggen, Designer (Content Creation) ;
Willeke Jongejan, Designer (Consumer Brands) ;
Heleen van Gent, Head of GAC and Creative Director;
Suzanne Poort, Designer (Digital) ; Marieke Wielinga, Designer (Professional Brands)
design innovation. Each expert
begins by sharing their own
observations, then we discuss
how these various ideas fit together
and analyse the insight gathered,
looking at where it will take
consumers in the coming year and
how it will influence their way of living.
YUAN ZHEN,
CHINA
Art Director, Elle
Decoration China
“IN 2020,
WE ARE
LOOKING
TO NEW
HORIZONS
AND ASKING
IMPORTANT
QUESTIONS
HELEEN VAN GENT,
NETHERLANDS
Creative Director,
Global Aesthetic Center,
AkzoNobel
Heleen joined the Global Aesthetic
Center in 2009, following 20 years
of working in the magazine
industry as an interior
stylist and
design editor. After graduating
from The Royal Academy of Art in
The Hague, she went on to teach at
the Artemis Design Academy in
Amsterdam and has edited many
books on interior and colour
design. She travels the world
offering guidance on colour and
design to the AkzoNobel markets.
LIKE, WHAT
DOES IT
MEAN TO BE
HUMAN?”
Heleen van Gent
ADRIANA PEDROSA,
LATIN AMERICA
Surface and colour
designer,
Atelier de Pinturas
16
CARLOTA GASPARIAN,
LATIN AMERICA
Surface and colour
designer,
Atelier de Pinturas
SAM DEVILLART,
AMERICAS
Professor for Cultural
Analysis,
School of Visual Art NYC
STEPHANIE SIJSSENS,
GLOBAL COLOR DESIGN
MANAGER
Automotive and Specialty
Coatings AkzoNobel
CHRISTIANE
MÜLLER,
NETHERLANDS
Creative Director,
Müller Van Tol
17
BARBARA
MARSHALL,
AUSTRALIA
Marshall Design
MARIKE DE RUITER,
SOUTH &
SOUTH-EAST ASIA
AkzoNobel Global
Consumer Insights
TREND ANALYSIS
THE PROCESS
TRANSFORMING TRENDS
INTO COLOUR PALETTES
Following our trend forecast
Our co
lour experts then
sessions, our in-house colour
develop a collection of inspiring
design team at the Global
palettes around this shade,
Aesthetic Center gets to work.
offering people four different
By immersing ourselves in these
ways of using the Colour of the
detailed global insights, our
Year so that consumers can find
team develops a powerful
one that reflects their lifestyle,
understanding of where
aspirations and desires. Having
consumers are heading, allowing
devised these colour palettes,
us to devise paint colours to
our talented team then goes on
match their needs. We establish a
to create an extensive collection
central theme for the year ahead
of assets for print and online use
and, with this in mind, carefully
to communicate the trends to
identify a versatile Colour of the
the media and consumers, as
Year that will respond to
well as to property developers,
consumers’ needs and bring the
interior designers and
new mood into their homes.
ar
chitects around the world.
18
19
TREND #1
People want to care Modern life and our increasing reliance
on technology and social media means we feel disconnected
from the things that matter – our relationships, our
wellbeing, our communities, the built environment and the
natural world. There is a growing desire to make real,
meaningful connections – with people, with nature, with our
We are keen to rediscover the value of community and
villages’ with gardens, lakes and even cows and chickens.
its positive role in our mental and physical health. People
Where once our vision of the future was of robotic
are embracing the benefits of interacting with, and caring
helpmates, people now aspire to be surrounded by water
for, one another as well as recognising the importance of
and trees. By taking care of cities and nature, by creating a
self-care; the global wellbeing industry is now worth
positive relationship with our environment, we feel we are
$4.2 trillion, up 12.8%
in the last two years*.
better humans. By creating homes where we can enjoy good
In a bid to make our lives feel more ‘human’, we are seeing
the emergence of co-living developments, as well as ‘urban
food, restful sleep and contact with the natural world, we
are able to nurture the relationships that matter to us.
20
*GLOBA L WELLNESS INS TIT U TE
cities – and to ask, what can we contribute to society?
TREND ANALYSIS
TREND #2
People want to be playful As we increasingly live our lives through
the prism of social media, there’s a growing desire to make room for
joyful moments and unexpected experiences – to find delight in the
real world. This means valuing the imagination, and being open and
receptive to finding new ways of challenging outdated thinking.
*BOOK ING.COM
As an antidote to the constraints of modern life, people want to stop
05
Our trend analysts have observed a rise in playful, interactive and
taking themselves too seriously and let their imaginati
ons run wild.
immersive experiences as an alternative to more traditional cultural
We are keen to disrupt the norms and bring a new vibrancy into our
events and exhibitions. There is a desire to break away from our old
existence. We want to understand what it means to feel alive.
routines and create stimulating and unexpected environments.
(A recent survey suggested that 42% of people are seeking out
The home can be a place that allows us to take pleasure in real-time
holiday destinations that make them feel like a child again.*)
experiences that delight our senses and make us feel truly alive.
23
TREND #3
People are seeking meaning Our trend analysts have observed
that, in this busy, digitalised world which can feel superficial,
we lack depth and meaning. The rapid advancement of technology
is making us question our purpose, and with lives lived against
a background of constant clamour – both real and digital –
Our cities are becoming increasingly overcrowded, with the
deactivated a social media account in the last 12 months**.
proportion of city-dwellers expected to rise from 55% in 2019
We are looking for ways in which to bring meaning, awe and wonder
to 66% in 2020*. Against this hectic backdrop, there is a growing
to our lives, and seeking ‘soul’ in what can sometimes feel like a
desire to clear our minds, and our lives, of unnecessary distractions
soulless and superficial world.
in order to take stock and contemplate what it means to be human.
There is a growing desire for homes where we can live simply and
Silence has become the new luxury, with people seeking out rest
focus on the things we value, without meaningless distractions. We
and repose through remote travel experiences, in ‘nap pods’ and via
need spaces where we can find stability and be mindful – where we
tech-free time – 32% of UK and US users say they have closed or
can re-channel our energies and renew our sense of purpose.
24
*NE WS TRUS T.ORG. * *GLO
BA L WEB INDE X 2019 TREND REPORT
it can be hard to feel still, to experience awe.
TREND ANALYSIS
TREND #4
People want to be creative With the rise of globalisation,
mechanisation and technology, there is a realisation that
we are losing the skills of our ancestors. Our capacity for
creativity has been diminishing as ever more sophisticated
virtual realities loosen our tethers to the real world.
It feels like the right time to ask the fundamental question:
*BROOK INGS. * *BOOK ING.COM
what makes us special and different from robots?
According to recent studies, 32% of people believe that
we are looking to our heritage and identity to combat the
artificial intelligence represents a threat to humanity*. This
effects of modern life. There is an overwhelming desire to
has resulted in a growing need for people to express themselves,
connect with the past, with a huge surge of interest in ancestry-
doing the very thing that robots cannot do – whether that’s
tracing websites
. In the home, this translates into a need for
making music, learning crafts, cooking or growing plants. Insight
spaces where we can express ourselves and tell stories, where
shows that 60% of people now value experiences over
we are able to indulge our curiosity, rediscover lost skills and
possessions** as we move towards a more creative, less
give the past its proper place in our busy lives. We want homes
consumerist society. Alongside this quest for greater creativity,
that help determine who we are, that allow us to be individual.
05
TREND ANALYSIS
THE 2020 MOOD
This year, it’s all about…
WHAT MAKES
US HUMAN
Last year, we wanted to “Let the
suggests that people are
light in” to our lives. And, in 2020,
experiencing a desire for positive
light and clarity are needed more
real-world connections and
than ever, as we look to new
relationships. We want to take
horizons and ask ourselves, what
care of ourselves, of each other
does it mean to be human?
and
the natural world, to learn
People are keen to examine their
about our heritage and rediscover
values and bring new meaning
lost skills. We feel the need to
to everyday existence. In an
make room in our lives for joyful
increasingly digitised, superficial
and unexpected experiences,
world, our global trend research
for awe and wonder.
29
HOW THIS TRANSLATES INTO OUR HOMES
We are looking for a place where we can contemplate our
future, consider our purpose in this brave new world. Where
we can better connect with our friends and family, our
surroundings, with nature. Where we can express ourselves,
be ourselves. We are looking to give our homes…
“The human touch”
TR ANSFORMING THEMES INTO COLOUR
OUR INSPIRATION FOR COLOUR OF THE YEAR 2020
NEW DAWN
We are at the start of a new decade, a new dawn. The world is full
of possibilities which is why our colour team, when choosing a shade
that brought to life our desire to treasure our most human
qualities and give our
homes ‘The human touch’ looked to the soft,
fluid colours and tranquillity of the morning sky for inspiration…
32
33
TR ANSFORMING THEMES INTO COLOUR
COLOUR OF THE YEAR 2020
PROUDLY INTRODUCING
OUR COLOUR OF THE YEAR...
34
TRANQUIL
DAWN
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COLOUR OF THE YEAR 2020
Tranquil Dawn has an air of calm and clarity that perfectly
TM
reflects our theme. Inspired by the dawn horizon, it is a
TRANQUIL
DAWN
TM
delicate, fluid shade that sits somewhere between green,
grey and blue. Its effect changes depending on the
colours it is used with, making it a beautiful versatile
shade that gives our homes ‘The human touch’.
INCREASINGLY DIGITISED LIVES
THE 24/7 ECONOMY
THE RISE OF AI & ROBOTICS
A DESIRE TO BE MORE CARING
THE RISE OF ESCAPISM
OUR SEARCH FOR MEANING
A QUEST FOR GREATER CREATIVITY
THE 2020 MOOD IS...
WHAT MAKES US HUMAN
THE OVERRIDING THEME IS...
THE HUMAN TOUCH
OUR FOUR CONSUMER NEEDS ARE…
A HOME FOR CARE
A HOME FOR PLAY
A HOME FOR MEANI
NG
A HOME FOR CREATIVITY
Consumers need a space for wellbeing
and to make positive connections
Consumers want a stimulating space
that delights the senses
Consumers are looking for space for
awe and wonder that provides focus
Consumers are looking for a space to
be curious and rediscover who they are
THE CARE
PALETTE
THE PLAY
PALETTE
THE MEANING
PALETTE
THE CREATIVITY
PALETTE
This soothing palette, which conjures
up the colours of a crisp spring
morning, helps breathe life into
domestic spaces. Drawing nature into
the home, the airy pastels create a
caring environment, allowing us
to be better humans
This joyful palette can be
used to create an energising space
that fires the imagination and
challenges ways of thinking.
Disruptive and playful, it delights the
senses and encourages
a child-like appreciation of life.
This minimalist palette, reminiscent
of a remote chapel or monastery,
can be used to create an atmosphere
of contemplation and calm. Its
elemental tones allow pe
ople to
channel their energies and put their
thoughts into perspective.
This rich, sumptuous palette provides
a space for self-expression and
storytelling. A modern take
on heritage colours, it can be
used to help consumers cherish the
skills of the past while exploring
new ways of doing things.
SOFT, FLOWING PASTELS
VIBRANT BRIGHTS
CLEAN AND SIMPLE TONES
SUMPTUOUS SHADES
38
TR ANSFORMING THEMES INTO COLOUR
REVEALING THE COLOURFUTURES 2020 PALETTE…
TM
COTY
2018
COTY
2017
COTY
2015
COTY
2019
COLOUR OF THE YEAR 2020
TRANQUIL
DAWN
TM
Inspired by the clean, mutable shades of the morning sky, Tranquil
This large palette divides up into four smaller palettes that reflect the
Dawn conveys calm and stability, and reflects the widespread desire
four trends. Over the next few pages, we will show how these palettes,
for a more meaningful existence. Its fluidity, coupled with the breadth
each representative of a different mood and horizon, can help bring a
of this palette,
allows consumers to use Colour of the Year in a way that
fresh perspective to people’s walls and homes – with the versatile Colour
reflects who they are, how they want to feel and how they want to live.
of the Year, Tranquil Dawn , playing a different role in each palette.
TM
TM
40
41
#1
A HOME FOR CARE
CREATING SPACE FOR…
WELLBEING
| KINDNESS | EMPATHY | POSITIVE CONNECTIONS
43
This soft and airy palette enables
us to create spaces where we can
make time for the relationships
that really matter: with ourselves,
with our loved ones, with nature,
with our homes and with our
built enviornments. The paredback mix of gentle neutrals,
including the Colour of the Year
Tranquil Dawn , is reminiscent of
TM
the horizon of a hazy spring
morning – where the colours of
the dawn flow into one another.
There is a feeling of light and
space created by simple lines and
a relaxed style. Pale wood and
suede are used alongside tactile
velvets and wool throws to bring
warmth to this
contemporary
look, while silvers, golds, coppers
and mother of pearl introduce a
precious element. Plants and
botanical prints bring the outside
in and boost a sense of wellbeing.
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DN.03.86
“THE COLOURS IN THIS PALETTE ARE INSPIRED BY THE SOFT, HAZY SKY OF A SPRING DAWN”
SN.01.87
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Natchaya Shw unsplash
PALET TE #1: A HOME FOR CARE
“PLANTS COMBINED WITH PASTEL HUES CREATE AN INVITING, NURTURING ENVIRONMENT”
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PALET TE #1: A HOME FOR CARE
50
51
“IN THIS WELCOMING HOME, PEOPLE CAN ENJOY THE MOOD-BOOSTING BENEFITS OF
BEING SURROUNDED BY BEAUTIFUL LUSH GREENERY”
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TRANQUIL DAWN , THE VERSATILE
TM
COLOUR OF THE YEAR, SEEMS
TO SUBTLY SHIFT ITS TONE –
FROM GREEN TO GREY TO BLUE
– DEPENDING ON THE SHADES
THAT IT IS COMBINED WITH. IT
CONTRIBUTES TO THE LIGHT AND
AIRY QUALITIES OF THE CARE
PALETTE, WHERE IT BECOMES
GENTLE AND SOOTHIN
G.
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SN.01.87
S1.05.82
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COLOUR OF THE YEAR
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DN.03.86
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#CARE
THE CARE PALETTE FOR A SOOTHING HOME
“THE CALM HORIZON OF A HAZY SPRING MORNING”
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COTY
2017
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COTY
2019
#2
A HOME FOR PLAY
CREATING SPACE FOR…
ESCAPISM | STIMULATING THE SENSES
59
| LIGHT-HEARTEDNESS | JOY
This palette brings a
transformative energy to the
home, creating spaces that allow
us to be open and receptive to
playful experiences. The mood is
young and vital, modern and
relaxed. Inspired by the colours
of the horizon on a bright
summer day, mixing softer
shades like Colour of the Year,
Tranquil Dawn , with smaller
TM
blocks of bold colour, such as
coral and sulphur-yellow
which bring an offbeat vibrancy
to the palette.
The play home is light and
bright with geometric patterns
and a material mix that includes
ply and statement accessories in
bold textures. It’s an environment
that stimulates the senses
and
delights its inhabitants.
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PALET TE #2: A HOME FOR PL AY
“THE VIBRANT COLOURS AND PLAYFUL GRID PATTERN ALLOW US TO FIND JOY IN THE UNEXPECTED”
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PALET TE #2: A HOME FOR PL AY
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65
UNEXPECTED PANELS OF OFFBEAT COLOUR, FROM VIBRANT ORANGES TO INTENSE
BLUES, COUPLED WITH PLAYFUL STRIPES, CREATES A DYNAMIC, ENERGISING LOOK.
SIMPLE, FUNCTIONAL FURNITURE AND BOLD ACCESSORIES ENSURE THE MOOD IS
OPEN AND RECEPTIVE, FACING THE FUTURE WITH A LIGHT-HEARTED SPIRIT.
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PALET TE #2: A HOME FOR PL AY
“THIS BRIGHT AND PLAYFUL LOOK PROVIDES AN ANTIDOTE TO THE STRESSES OF MODERN LIFE”
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PALET TE #2: A HOME FOR PL AY
THE PLAY PALETTE
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USES BOXY GRIDLINES,
PLAYFULLY DISRUPTED BY
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BOLD DASHES OF COLOUR
– VIVID PA
STEL PINKS
AND BLUES SET AGAINST
CALMING TRANQUIL
DAWN . WITH RECYCLED
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TM
PLASTICS, COATED METALS
AND TEXTURAL TERRAZZO,
THE MOOD IS FRESH AND
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BRAVELY MODERN.
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PALET TE #2: A HOME FOR PL AY
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#PLAY
THE PLAY PALETTE FOR A JOYFUL HOME
COLOUR OF THE YEAR
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“THE BRIGHT HORIZON OF A HOT SUMMER’S MORNING”
COTY
2020
F9.44.69
T7.05.25
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COTY
2015
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#3
A HOME FOR MEANING
CREATING SPACE FOR…
AWE AND WONDER
| MEDITATION | PURPOSEFULNESS | PERSPECTIVE
75
People are seeking a space for
silence and contemplation, awe
and wonder. Where we can be
still and free of distractions, to
focus on our purpose and values.
This home is pared-back and
minimalist – but in a human way;
comforting and comfortable, with
an air of monastic calm.
A subtly nuanced palette of crisp
greys evokes the clear horizon of
a cold winter’s day, with Colour of
the Year, Tranquil Dawn , at its
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heart. Clean lines and functional
forms complement elemental
and tactile materials that include
natural wood, leather and linen,
as well as the soft sheen of gently
polished concrete. There is an
emphasis on timeless quality
that will only improve with age.
This palette offers a simple
way of living that is luxury in its
purest form.
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PALET TE #3: A HOME FOR MEANING
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THE MEANING PALETTE
HELPS TO CREATE
SPACES WHERE PEOPLE
CAN FOCUS ON WHAT
MATTERS MOST TO THEM.
IT IS MINIMALISM BUT
ON A HUMAN SCALE.
EVOCATIVE GREY TONES,
SMOOTHLY FINISHED
NATURAL WOODS AND
UNFUSSY LINENS ALL
HELP TO CREATE ROOMS
DEDICATED TO LIFE’S
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SIMPLE PLEASURES.
“TRANQUIL DAWN TEAMED WITH SIMPLE GRAPHIC ELEMENTS CREATES
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A PARED-BACK SPACE FOR CONTEMPLATION”
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PALET TE #3: A HOME FOR MEANING
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THIS PALETTE HELPS
BRING A SENSE OF CALM
TO THE EVERYDAY.
WITH
AN EMPHASIS ON
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ELEMENTAL MATERIALS
AND BEAUTIFUL
ESSENTIALS, THIS LOOK
IS ABOUT CREATING
SPACES WHERE PEOPLE
ARE ABLE TO PAUSE AND
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ENJOY THE MOMENT.
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85
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PALET TE #3: A HOME FOR MEANING
“CALMING PALE SHADES OFFSET BY THE STILLNESS OF BLACK CREATE A SENSE OF TIMELESS SIMPLICITY”
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COLOUR OF THE YEAR
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COTY
2020
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S4.04.62
#MEANING
THE MEANING PALETTE FOR A CONTEMPLATIVE HOME
“THE CLEAN, CRISP HORIZON OF A COLD WINTER’S DAWN”
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#4
A HOME FOR CREATIVITY
CREATING SPACE FOR…
CURIOSITY
| EXPLORATION | SELF-EXPRESSION | STORYTELLING
93
In the creative home, we are able
to build our own narrative. We tell
stories that blend old and new,
taking the past and making it our
own. It is where we indulge our
curiosity, use our hands to
become makers and celebrate
perfect imperfection.
The creativi
ty palette is rich
and saturated, inspired by the
colours of a warm autumn day
and full of intense tones,
including forest greens and
earthy ochres, as well as paler,
in-between shades like Colour
of the Year Tranquil Dawn .
TM
This home uses the timehonoured materials of the past
– wood, leather and pottery – but
in a modern context, alongside
painterly florals, printed cottons
and hand-knitted throws.
Texture and tactility help to
create spaces that are moody,
atmospheric and eclectic.
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PALET TE #4: A HOME FOR CREATIVIT Y
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Jonas Jacobsson unsplash
THIS HOME OFFERS ITS INHABITANTS A WAY TO RECONNECT WITH THE
PAST BUT IN AN UP-TO-DATE SETTING. RICH, INTENSE PAINT SHADES
SIT HAPPILY ALONGSIDE CONTEMPORARY PIECES AND TEXTURED
ACCESSORIES, ENHANCING THE FEELING OF HERITAGE AND WARMTH.
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THE CREATIVITY PALETTE ALLOWS US TO CELEBRATE
OUR INDIVIDUALITY
AND ENJOY THE PLEASURES
OF LIVING WITH HANDCRAFTED MATERIALS LIKE
MOUTH-BLOWN GLASS. A RICH COLOUR PALETTE,
SUMPTUOUS FABRICS AND FLORAL PRINTS CREATE
A WARM AND INSPIRING ATMOSPHERE.
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PALET TE #4: A HOME FOR CREATIVIT Y
“ECLECTIC FURNITURE AND ARTISANAL PIECES ADD A SENSE OF AUTHENTICITY”
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PALET TE #4: A HOME FOR CREATIVIT Y
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COTY
2018
Z9.19.20
P0.10.40
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#CREATIVITY
THE CREATIVITY PALETTE FOR AN EXPRESSIVE HOME
“THE RICH HORIZON OF A WARM, AUTUMNAL DAY”
COLOUR OF THE YEAR
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THE TRANSFORMATIVE POWER OF PAINT
HOW WE USE THE COLOUR OF THE YEAR PALETTES TO
HELP CONSUMERS AROUND THE GLOBE
TURN THEIR LIVING SPACES INTO INSPIRING HOMES
111
THE TR ANSFORMATIVE POWER OF PAINT
SEE ROOMS COME LIFE – WITH OUR
BEFORE AND AFTER IMAGERY
Bringing the Colour of the Year palettes to life fo
r consumers is easy with our stylish photography
Be inspired by our room transformations...
then apply paint with confidence
The quickest way to see how paint can transform walls is with our before and after content, available on sikkenscolore.it
All of our paint finishes are of the highest quality and ensure that walls retain their colour and look great for longer.
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113
THE TR ANSFORMATIVE POWER OF PAINT
ONE ROOM, FOUR WAYS
ONE LIVING ROOM, FOUR PALETTES
We want to show consumers how our four easy-to-use paint colour
The living room is where people come for relaxation, contemplation
palettes can help them achieve a diverse range of beautiful looks in
and to enjoy being in the moment. It’s also a place to spend quality
their own homes. So we’ve created a library of images (all freely
time connecting with friends and family. Consumers are always
available for media use via the AkzoNobel Brand Center). This
searching for new ways to make this a special room that ex
presses
extensive collection of inspiring photography covers all the key
their personality and aspirations. Our images are there to meet your
rooms and most popular interiors online search terms. The wide
feature story needs; whether with simple ‘before and after’ shots or
selection of image options, including ‘before’ shots, gives you the
a more detailed exploration of how one of our paint palettes can
flexibility to build features that match the needs of your consumers.
transform this much-used space.
THE NURTURING SPACE
THE PLAYFUL SPACE
114
BEFORE
THE CALMING SPACE
THE EXPRESSIVE SPACE
115
THE TR ANSFORMATIVE POWER OF PAINT
ONE LIVING ROOM, FOUR PALETTES
BEFORE
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
116
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THE TR ANSFORMATIVE POWER OF PAINT
ONE BEDROOM, FOUR PALETTES
In today’s fast-paced and ‘connected’ world, the
bedroom has
become increasingly important as a private retreat, an intimate
room where people can rest and recharge. Consumers are paying
ever more attention to making this room meet their needs and
provide a haven. We’ve created a wide selection of incredible images
to help you easily compile a beautiful bedroom story to suit the
tastes of your consumers, such as ‘one bedroom, four ways’, which
will really bring home the transformative power of paint.
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
118
THE CALMING SPACE
THE EXPRESSIVE SPACE
119
THE TR ANSFORMATIVE POWER OF PAINT
ONE BEDROOM, FOUR PALETTES
BEFORE
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
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THE TR ANSFORMATIVE POWER OF PAINT
ONE KITCHEN, FOUR PALETTES
All over the world, the role of the kitchen is changing – from functional
cooking space to heart of the family home. I
t’s the most aspirational
room, with people increasingly looking to include open-plan space for
eating, entertaining, lounging and more. Our library of diverse images
helps you put together beautiful features to meet the needs of your
readers in a variety of ways, from simple ‘before and after’ stories, to
an in-depth article on one of our inspiring paint colour palettes at
work in a variety of kitchens.
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
122
THE CALMING SPACE
THE EXPRESSIVE SPACE
123
THE TR ANSFORMATIVE POWER OF PAINT
ONE KITCHEN, FOUR PALETTES
BEFORE
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
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THE TR ANSFORMATIVE POWER OF PAINT
ONE BABY’S ROOM, FOUR PALETTES
Consumers are willing to devote ever more time, attention and money
to creating children’s bedrooms that are wonderful spaces to grow up
in. They’re searching f
or inspiration to help them in their efforts,
so we’ve created an impressive collection of images that show how
our four beautiful paint colour palettes will work in real rooms. To
bring these images to life for your readers, you can use them in a
variety of ways, for example by pulling out one key idea, such as
‘how to use paint to bring character to your nursery’.
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
126
THE CALMING SPACE
THE EXPRESSIVE SPACE
127
THE TR ANSFORMATIVE POWER OF PAINT
ONE KID’S ROOM, FOUR PALETTES
BEFORE
BEFORE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE NURTURING SPACE
THE PLAYFUL SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
THE CALMING SPACE
THE EXPRESSIVE SPACE
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IMAGE LIBRARY
A selection of images from the AkzoNobel Brand Center, where a range of videos are also available
COVER
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P58-73
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P110-132
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THANK YOU FROM US AT THE GLOBAL AESTHETIC CENTER
We hope that this book provides a r
ich resource to help you produce inspiring trends content. Its creation would not have been possible
without the support of so many people… The design experts from around the globe whose insight and knowledge helped us develop
the 2020 Colour of the Year. The editorial team who worked tirelessly to write the story, plan the shoots and design these pages. The
photographers, decorators and stylists whose creativity helped bring the palettes to life through our gorgeous photography. And the proud
homeowners who threw open their doors and allowed us to shoot in their living spaces. Thank you to everyone involved – and, of course,
to you our readers – we hope you enjoy talking to your audiences about, and using, the 2020 Colour of the Year, Tranquil Dawn .
TM
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